Content Monetization and Content Supply on Social Media: A Learning Perspective
时 间：2017年3月17日（周五）下午 12:00-13:30
地 点：体育外围平台APP紫金港校区行政楼1002会议室
主 讲 人 ：耿瑞彬 博士生, Zhejiang University
摘 要:
As the success of social media platforms heavily depends on the amount and the nature of user-generated content (UGC), content monetization has been introduced as a mechanism to incentivize users to generate content. In particular, content contributors can be paid (i.e. tipped) by readers who like the story. We present a two-sided dynamic model of content consumption and content generation with the presence of such content monetization mechanism. On content consumption, we model three aspects of demand: reading volume, like proportion, and tip proportion. On content generation, we model the choice probability of posting content of a certain topic at individual level to be affected by one’s expectation on the reading volume, percentage of favorite, and percentage of tipping, via a Bayesian learning process. We posit that a user may learn the popularity of topics based on her previous experience as well as others’ experience. We apply the model to a panel data set of long blog posting behaviors by 3,292 users in Sina Weibo platform. The empirical resultsupports the learning story, which helps to explain how the monetization mechanism leads to content convergence. Our findings also generate important managerial insights on effective use of content monetization on social media platforms.
主讲人简介：
耿瑞彬是体育外围平台APP数据科学与管理工程系在读博士研究生，主要研究方向是社交网络与经济建模，擅长以贝叶斯决策理论为核心的实证建模方法，在信息系统领域期刊和国际会议上发表过若干论文。
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数据科学与管理工程学系
2017年3月15日
